S E S S I O N I V H O W L A W Y E R S C A N B E N E F I T F R O M U S I N G S O C I A L M E D I A S T A T E C A P I T A L G R O U P J U N E 2 6 TH

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1 S E S S I O N I V H O W L A W Y E R S C A N B E N E F I T F R O M U S I N G S O C I A L M E D I A S T A T E C A P I T A L G R O U P J U N E 2 6 TH David Wolff Steffen Thejll - Moller Johan Koggink

2 The power of an effective network How the landscape changed How this can be relevant to you How to get started Van Benthem & Keulen and Social Media Discussion AGENDA

3 T H E P O W E R O F A N E F F E C T I V E N E T W O R K

4 THE TECHNOLOGY PERSPECTIVE A TECHNOLOGY PERSPECTIVE

5 THE RISE OF THE NETWORK SOCIETY BRON: UPSTREAM

6 Two important mindshifts 1. A conversation is interaction 2. You have to create value to take value TO BECOME CONNECTED TO THE NETWORKED SOCIETY YOU NEED TO INVEST

7 Organisation FROM BUILDING REACH TO INVESTMENT IN RELATIONS

8 BRON: 1 st MINDSHIFT: INVEST IN CONVERSATION MANAGEMENT

9 EARN YOUR WAY IN

10 BIG DATA ERA = MORE NOISE THAN EVER BEFORE: STAND OUT BY DELIVERING VALUE

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12 2 ND MINDSHIFT: GIVE VALUE TO TAKE VALUE

13 ..we need a twitter strategy..our competitor has a facebook page so we need one too..twitter can be a good sales channel..we like to increase our share of conversation SOCIAL MEDIA ADOPTION CURVE

14 HOW SOCIAL MEDIA CAN BE RELEVANT TO LAW FIRMS

15 1.Thought Leadership 2.Collaboration 3.Network 4.Recruitment 5.Lead generation 6.Intelligence gathering * Public opinion Six areas to consider (plus one)

16 1. Thought leadership

17 2. Collaboration

18 3. Network

19 4. Lead generation Of 600 advisers involved in the trial, 40% brought in new clients through social media

20 5. Recruitment

21 6. Intelligence gathering

22 Anonymous: This case won t be won through legal means. Political pressure will dictate which way it goes. * Public opinion

23 HOW TO MAKE SOCIAL MEDIA SUCCESSFULL FOR YOU

24 Culture SELF ASSESSMENT: SOCIAL MEDIA IS EVIL

25 SELF ASSESMENT: SHIFT RESPONSIBILITY

26 Who are we trying to build a relationship with? What is our current relationship with this audience? What do they need that they are currently not getting?

27 Potential clients? Current clients? Students? General public? Law professionals? Journalists? Staff? Build reputation Provide reassurance Explain cases Provide background Build personal brands Give access and insights Collaboration tools WHO ARE WE TALKING WITH AND HOW CAN WE PROVIDE VALUE?

28 WHAT DO THEY NEED THAT THEY CURRENTLY ARE NOT GETTING?

29 INVEST ON FOREHAND IN YOUR DESIRED RELATIONS: CREATE PERSONAS AS BENCHMARK

30 OBJECTIVES

31 Research & learning Lead generation Increase brand or issue awareness Reputation management Get your fans to talk about you Branding your staff as experts on a cause or issue Getting feedback from your clients Building a community around a topic Recruiting students or experts Get press coverage Connect with other like minded organisations Keeping up to date with a particular issue Coordinating people in action or a project WHAT OBJECTIVES CAN WE DEFINE?

32 EXPOSURE ENGAGEMENT INFLUENCE ACTION To what degree have we created exposure to content and message? Who is interacting & engaging with our content? How and where? How we influenced perceptions & attitudes of the target What actions if any has the target taken? Non-Financial Impact Possible Financial Impact/ROI A MEASUREMENT MODEL FOR SOCIAL MEDIA

33 Measurement Model with Metrics Exposure Engagement Influence Action > Branded Mentions > Share of Positive Online Discussion > Search Rank > Twitter Reach > Comments/Post Ratio > RTs per 1000 Followers > Repeat Visitors > Follower Mention % > Comment Sentiment > Non-Financial Impact > Active shares > Likelihood to Recommend > Writing positive review > Ratings/Reviews > Change in Attitudes, Opinions > Request for info > Visit the Website > CV upload > Download whitepaper > Make a Donation > Attend an Event > Vote for/against Possible Financial Impact/ROI 33

34 Objectives Exposure Engagement Influence Action Increase share of positive coverage from 15 to 25% by year-end 2010 X Research Approach Media monitoring and content analysis Key Metrics Net Positive Score Create active involvement of 80% userbase linkedin group X Content analysis Comment to post ratio IPM favorability Increase perception of state capital group as a thought leader in business law from 5 to 18% in the next six months X Primary research benchmark attitudinal study Association (%) with Is a leader in business law issues or behavior Recruit students and experts directly via website or social media X Web analytics # Cv s uploaded DEFINING VALUE & ROI

35 BUSINESS GOALS USER NEEDS BRAND TONE OF VOICE TAGGING GUIDELINES SEARCH ENGINE OPTIMIZATION 3 RD PARTY CONTENT THE PILLARS OF A SOLID CONTENT STRATEGY

36 Subject matter experts Formats (5 questions from) Bloggers / brand journalists Events Cases / whitepapers 3 rd party content Curated content Co-created content CONTENT FORMULA CONTENT POOL CONTENT MANAGEMENT CONTENT EXECUTION: THINK LIKE A PUBLISHER

37 CONTENT STRATEGY START CONNECTING YOUR CONTENT TO TOUCHPOINTS

38 Paid activation Social media integration Social media outreach Community management DON T FORGET TO KICKSTART YOUR CONVERSATION: ACTIVATE!

39 Self Assessment Audience analysis Goal & Objective setting Measurement plan Content strategy & execution Delivery platforms Activation SUMMARY

40 THE TECHNOLOGY PERSPECTIVE SO FORGET THE TECHNOLOGY PERSPECTIVE & REMEMBER THE POWER OF A NETWORK IS LEVERAGED THROUGH BEING SOCIAL

41 VAN BENTHEM & KEULEN AND SOCIAL MEDIA

42 AGENDA Background Van Benthem & Keulen Social media related to our marketing strategy Social media related to acquisition Social media in recruitment Social media for the purpose of market research Lessons learned

43 BACKGROUND VAN BENTHEM & KEULEN About 65 legal professionals Number 31 in The Netherlands Broad range of legal services incl. civil-law notary Our goal: to increase marketshare in the segment of larger companies Trend of larger companies differentiating their legal work Our main target groups: Company lawyers HR managers (employment law)

44 SOCIAL MEDIA RELATED TO MARKETING STRATEGY Marketing strategy: building relations by sharing knowledge Cornerstone of this strategy: permanent education for company lawyers (Iura Actua) and HR managers (Masterclass Employment Law) Iura Actua Contract law, company law, intellectual property law, competition law, procurement law and employment law Two meetings per legal area 350 company lawyers participating (20% - 25% target audience company lawyers) Clients and prospects are invited Company lawyers meet our attorneys: people do business with people Masterclass Employment Law has the same format

45 SOCIAL MEDIA RELATED TO MARKETING STRATEGY Social media Reinforcement of strategy sharing knowledge Reaching part of target audience not participating in permanent education Specific Linkedin Group Iura Actua Almost all 350 company lawyers are member A similar Linkedin Group Masterclass Employment Law Value of these Linkedin Groups: Sharing information about Iura Actua and Masterclass Employment law Platform for discussions Adding legal content (connected to our blog Legal Update)

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48 SOCIAL MEDIA RELATED TO MARKETING STRATEGY Content is king Starting point is our blog Legal Update Editorial board with chairman (partner) responsible for our blog Per week several items Leveraging these items: Posting in our own Linkedin Groups Mentioning in your status update within Linkedin Posting in selected Linkedin Groups where our target audience is present Twitter account used for other news items (new deals, meetings) Linkedin Groups for inviting participants seminars

49 SOCIAL MEDIA RELATED TO ACQUISITION Linkedin powerful tool for acquisition: Making networks visible Asking your ambassadors for introductions Linkedin workshops for our attorneys Identical format Linkedin profile Same positioning of our law firm Personal branding Twitter account will be integrated Attorneys encouraged building a network Increasing use of Linkedin for acquisition Using Linkedin for building databases

50 SOCIAL MEDIA RELATED TO RECRUITMENT Students are mainly using Facebook This year we will built a Facebook page Items of our blog Legal Update combined with other news items (meetings, courses for students) Establishing a sounding board of students Vacancies posted in specific Linkedin groups Mentioned in my status update Send out as a tweet Social media used for speeddating

51 SOCIAL MEDIA FOR MARKET RESEARCH Not used frequently A few times used our Linkedin Groups for asking questions Using Tweetdeck following tweets about Van Benthem & Keulen Attorneys using Google alerts for following their clients

52 LESSONS LEARNED At the beginning of a discovery trip, building up first experiences We are sure that social media is not a hype It enables interacting intensively with stakeholders It is not a miracle tool Has to be an integrated part of your strategy Invite your clients In our case: supportive to our strategy of sharing knowledge Content is king and has to be organized Editorial board with a partner as chairman Leveraging your content in several social media ROI in Euro s or Dollars difficult to measure (social media drives traffic to website, number of discussions, retweets)

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